Enormous Brands has teamed up with Krafton’s Battlegrounds Mobile India (BGMI) to launch the ‘Seriously Fun’ campaign, which positions the game as more than a casual pastime. The campaign aims to reframe BGMI as a premium platform that caters to both hardcore gamers and casual enthusiasts.
The campaign taps into the insight that, for many Indians, gaming is a serious pursuit. The idea aligns with the country’s culture, where competition is a daily norm, and battles—whether on the cricket field or in video games—are part of life. BGMI’s campaign builds on this cultural connection by highlighting how gaming resonates with diverse audiences across the country.
The ad film anchors the campaign, showcasing how BGMI fits seamlessly into the lives of Indian gamers. From bustling cities to rural landscapes, the film portrays gaming as a shared experience that cuts across geographies. Popular in-game elements and references further root the campaign in the gaming community’s shared language, making it relatable and engaging for players.
Beyond the film, the campaign extends to social media with targeted posts and stories that highlight the integration of gaming into everyday life. These digital efforts underline the message that gaming is not just an activity but a lifestyle.
“As BGMI continues to grow into a true pop-culture phenomenon, it has also evolved into a deeply immersive and high-involvement experience for gamers across India. The concept of ‘Seriously Fun’ perfectly captures how passionately our players engage with the brand, blending their dedication with quirky, relatable moments from everyday life,” Srinjoy Das, associate director, Marketing, KRAFTON India, said.
BGMI’s move comes as the gaming ecosystem in India continues to grow, with mobile gaming becoming a significant part of the entertainment landscape. By positioning itself as a platform for all, BGMI aims to expand its reach and reinforce its presence in the competitive gaming market.
“The ‘Seriously Fun’ campaign is a reflection of India’s vibrant and competitive gaming spirit. We wanted to create a narrative that feels authentic and inclusive, celebrating gamers and their diverse lifestyles while showcasing BGMI as the ultimate gaming destination. We’re happy with the way the film has managed to capture the attention of the viewers across varied age groups,” Ankit Pathak, Senior Creative Director, Enormous Brands said.
The ad film will be amplified through social media to extend its message across social platforms with engaging content, including posts, stories, and community challenges, reinforcing the idea that gaming is a lifestyle, not just a hobby.